FROM E-CONSUMER TO E-PROSUMER - CHANGES IN BEHAVIOUR OF E-SERVICES" PURCHASERS

E-service market development is accompanied by development of a presumption phenomenon. Technical possibilities currently provided by the Internet favour prosumer behaviours. E-service consumers are not only passive beneficiaries of e-providers' offer, but they take the initiative, co-participate in creating and designing individualized e-services. The article presents the issues related to behaviour of e-services' purchasers and demonstrates the results of qualitative research in this regard. The empirical material was conducted via the technique of non-participant observation, in 2015, investigating the discussion participants on specialized Internet message boards devoted to e-services.